Grammy-winning artist Drake has brought Bitcoin back into the cultural conversation, name-dropping the world’s largest cryptocurrency in his newly released song, What Did I Miss?.
In the track, Drake likens the digital asset’s notorious price swings to his own experience with fame and public perception:
“I look at this shit like a BTC, could be down this week, then I’m up next week.”
The lyric is the latest example of how Bitcoin has moved beyond niche financial circles to embed itself in mainstream entertainment.
This isn’t Drake’s first public connection to the crypto space. Back in 2022, the rapper famously wagered $1 million in Bitcoin on the outcome of the Super Bowl, placing bets on the Los Angeles Rams in their championship game against the Cincinnati Bengals.
With references popping up across music, television, and movies, Bitcoin’s presence in pop culture is increasingly hard to ignore—and may be helping drive awareness among audiences who might otherwise never encounter it.
Adoption Still Far from Global Despite Growing Visibility
Even as cultural touchpoints expand, Bitcoin’s path to mass adoption remains slower than some early advocates expected.
In 2022, mining hardware provider Blockware projected that the global adoption rate for Bitcoin could climb to 10% by 2030. The forecast was based on historical comparisons with past technological revolutions, including the spread of the automobile, electrification, and the rise of the internet.
Yet more recent data suggests that Bitcoin is still in the early innings of its growth story.
According to a March 2025 report by Bitcoin services company River, just about 4% of the global population currently owns Bitcoin. The analysis highlighted that, in terms of its total addressable market, the digital asset still represents less than 1% penetration worldwide.
River’s findings also pointed to a familiar pattern: higher adoption rates in developed economies compared to emerging markets. Analysts say that while financial infrastructure, disposable income, and regulatory clarity all contribute to this disparity, the trend could gradually reverse as mobile internet access expands and more people in developing countries look for alternatives to volatile national currencies.
Institutions Embrace Bitcoin as Strategic Hedge
While retail adoption advances unevenly, institutional participation has accelerated rapidly during the current market cycle.
Corporations like Strategy and Metaplanet have restructured their business models around holding Bitcoin as a core treasury asset, mirroring the high-profile approach first pioneered by MicroStrategy in the United States.
Other companies have opted for smaller allocations, viewing Bitcoin as a hedge against inflation, geopolitical tensions, and the broader risks associated with a fracturing global economy.
One of the biggest enablers of this shift has been the rise of Bitcoin investment vehicles such as exchange-traded funds (ETFs). These products offer investors exposure to BTC without requiring them to manage private keys or transact directly on the blockchain, significantly lowering barriers to entry.
Proponents argue that as more regulated investment options come online, institutional and retail investors alike will gain easier access to Bitcoin, potentially accelerating the march toward broader adoption.
For now, however, the road to making Bitcoin a universal fixture of the financial system—and not just a pop culture reference—still looks long.
Quick Facts
- Drake referenced Bitcoin in his new single, highlighting crypto’s cultural momentum.
- Only 4% of the global population currently owns Bitcoin, far short of mass adoption forecasts.
- Institutions are increasingly using ETFs and treasury strategies to gain exposure to Bitcoin as a macro hedge.
